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Lotte duty free captures prestigious Red Dot design award

Lotte Duty free red dot - Retail in Asia

Lotte Duty Free has won a Red Dot ‘Best of the best’ award for its visual design. The Red Dot awards recognize leaders in the design field and this year attracted over 8,000 entries from 50 countries. The communications design awards mark their 25 year in 2017.

Lotte Duty Free said it was the first duty or tax free retailer to win a Red Dot award. It was selected for its proprietary fonts used in its marketing.

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In October last year, Lotte Duty Free developed ‘MyLotte Sieve’, a company-specific typeface, to build a distinctive corporate brand image. ‘MyLotte body’, which was developed in Korean and English, is claimed to reflect the origins of origami and offers a fresh interpretation of Lotte Duty Free’s visual identity. The visuals aim to present the company as an “enterprising and global leader”.

Lotte Duty Free is applying ‘MyLotte Sieve’ to its web home page, advertisements, business cards and signage as it aims to strengthen the brand value of Lotte Duty Free Shop.

The Red Dot Design Awards are recognised among the top three design awards in the world along with IF Design in Germany and IDEA Design in the USA. The awards ceremony will be held in Berlin, Germany on 27 October.

Red Dot Award Founder and CEO Dr. Peter Zec said: “The diversity of the projects submitted is huge in terms of content, type, source and target market. This broad field of participants brings with it a large responsibility.

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The jury’s decision must take consideration of the technical and country-specific features, which makes an international panel of experts vital for the credibility and reliability of the Red Dot Award.”

Judging was conducted by 24 judges from 11 countries. The assessment was based on various criteria including design quality, aesthetics, implementation, recognisability and chosen medium.

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